Liverpool Well Groomed With Nivea Partnership

Liverpool FC have announced NIVEA MEN as the club's official men's grooming partner, which sees the men's skincare brand break into the Barclays Premier League.

The multi-year partnership with NIVEA MEN, part of Beiersdorf Ltd, expands on its successful involvement with football, with particular focus on the United Kingdom, Sweden, Finland, Denmark and Norway.

"NIVEA MEN is one of the most recognised skincare names across the globe and we are delighted the brand has chosen to partner with Liverpool FC as it enters the world's most exciting football league," said Billy Hogan, chief commercial officer at Liverpool.

"We're thrilled to welcome our very first grooming partner to the LFC family and we look forward to some exciting campaigns over the coming years."

To launch the partnership, Reds stars Jordan Henderson, Simon Mignolet and Raheem Sterling feature in a NIVEA MEN television commercial which airs for the first time on Friday February 13 on Channel 4.

Andreas Ostermayr, northern European general manager at Beiersdorf Ltd, said: "We're delighted to be partnering with Liverpool FC, one of the world's most successful football clubs.

"Liverpool FC represents passion, quality and integrity - values shared by NIVEA MEN - and we're excited about the prospect of creating a memorable marketing campaign over the coming years with the help of Liverpool FC and its star players, staff and fans."

MaxiNutrition, the sports nutrition brand has also announced a partnership with Liverpool midfielder, Jordan Henderson.

MaxiNutrition will work closely with Henderson to compliment his day to day training and recovery programme by providing tailored sports nutrition support which will include access to all MaxiNutrition products including the brand’s popular ‘Ready to Drink’ (RTD), Promax Milk. The brand will play an essential role in assisting Henderson’s training and nutrition plan in order for him to perform at his very best.

Commenting on the partnership, Henderson said: “It is well documented that the physical demands of football have increased over the last few years at both a professional and amateur level, so working with MaxiNutrition made perfect sense.

“MaxiNutrition is a brand with great heritage in producing top of the range products and I am excited to be working alongside them".

MaxiNutrition’s Head of Sponsorship, Mark Morgan said: “Entering the football market is an extremely exciting partnership for us and Jordan’s honest and energetic style of play compliments the brand well.

“We have experienced strong growth in the ready to drink category, due to its convenience and with just under 2 million people participating in football each week, it provides us with a suitable entry point for football players of all abilities.

“Our products are designed for every level of exerciser and having Jordan on board as a brand ambassador will ideally provide us with a platform to demonstrate that protein can benefit everyone.”